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The 2011-2016 Worldwide Game-based
     Learning Market: All Roads Lead to
                  Mobile

           Key Findings from Recent Ambient Insight Research


                                 Serious Play 2012

                                  August 22, 2012




                       Sam S. Adkins, Chief Research Officer
                                 Ambient Insight
Ambient Insight 2012
Agenda




        Introductions - Research Taxonomy
        Worldwide Game-based Learning Revenues
        Global Trends
        Private Investment Patterns
        Edugame Business Models
        All Roads Lead to Mobile
Ambient Insight 2012
Introductions

    Ambient Insight is an integrity-based market research firm that uses
     predictive analytics to identify revenue opportunities for suppliers.


       Ambient Insight founded in 2004 by Microsoft Training and
        Certification veterans that built the Microsoft Online Institute
        (MOLI)
       International “boutique” analysis firm specializing in quantitative
        analysis, learning technology forecasts, M&A analysis, and
        competitive intelligence
       Ambient Insight tracks learning technology buying behavior
        across the planet. We have buying behavior profiles for 82
        countries
       Ambient Insight…
          Does not evaluate, compare, or rank the effectiveness of
            learning technology products
          Does not endorse or promote companies or products

Ambient Insight 2012
Ambient Insight’s Learning Technology Research Taxonomy

                                       Seven International Regions
          North           South           Western          Eastern                                          The Middle
                                                                             Asia             Africa
         America         America          Europe           Europe                                              East




                                       Have Eight Buyer Segments
                                   Higher        Corporations      Federal          State - Local   Associations
  Consumer         PreK-12                                                                                             Healthcare
                                  Education      - Businesses    Government         Government      & Non-Profits




                     That Buy Eight Types of Digital Learning Products
Self-paced   Digital Video,     Collaboration-                   Simulation-
                                                     Social                         Game-based         Cognitive         Mobile
 eLearning   Text, & Audio          based                          based
                                                    Learning                         Learning          Learning         Learning
Courseware    Reference           Learning                        Learning




                                       From Six Types of Suppliers
     Packaged                Custom           Software as a          Value Added        Installed Tools            Learning
      Content                Content          Service (SaaS)           Services          & Technology              Devices

                                 These six supplier types map directly to the six
                                 subcategories of learning technology products
Ambient Insight 2012
Worldwide Game-based
        Learning Revenue Forecasts




Ambient Insight 2012
Key Research Findings: 2011-2016
                Worldwide Game-based Learning Market
       The Worldwide Game-based Learning market reached $1.2
         billion in 2011. The global growth rate is 15.4% and
        revenues will more than double to $2.5 billion by 2015

                                       2011         2016       Five Year
                  Region            Revenues in Revenues in      CAGR
                                     $US Millions $US Millions 2011-2016
                 North America1          $286.731      $514.831   12.4%
                  Latin America1          $21.511       $77.221   29.1%
                Western Europe1           $83.151      $136.431   10.4%
                Eastern Europe1           $11.471       $36.041   25.7%
                           Asia1         $813.181    $1,723.201   16.2%
                The Middle East1           $2.871        $6.181   16.6%
                          Africa1         $10.041       $25.741   20.7%
                          Total1       $1,228.951    $2,519.641   15.4%



Ambient Insight 2012
2011-2016 Worldwide Game-based Learning
                 Five-year Growth Rates by Region



                       2011-2016 Growth Rates by Region
   32%
   28%
   24%
   20%
   16%
   12%
    8%
    4%
    0%
             North      Latin    Western   Eastern   Asia   Middle East   Africa
            America    America   Europe    Europe


Ambient Insight 2012
Buying Behavior is Different in Each Country


     Latin America has the highest growth rate in the world at
      29.1%, followed by Eastern Europe and Africa at 25.7%
      and 20.7%, respectively
     Edugame revenues are heavily concentrated in China,
      South Korea, the US, and Japan
             In 2011, China was the top edugame buying country in the
              world, followed by Korea, the US, and Japan.
             By 2016, the top buying country will still be China (by far),
              although the US will displace South Korea for second place.

     Until very recently, China uses to import most of their
      edugames from South Korea. Now China is a major
      production hub.
     The use of “shooter” gameplay is unpopular in Japan in
      general and in all PreK-3 segments
Ambient Insight 2012
Buying Behavior is Different in Each Country


     The telecoms are major distributors in Asia, Latin
      America, and Africa
           The telecoms sell web-based learning platforms to
            schools and Mobile Learning VAS subscriptions to
            consumers
                  China has over 200 million online gamers – growing by
                   28% a year
           Telecoms have content deals with edugame suppliers
            to "bundle" the content in their products
     Revenues in Western Europe are concentrated in the
      Nordic and Benelux countries
     Finland, the Netherlands, and Singapore are major
      hubs of Game-based Learning innovation
     The Netherlands is unique. Game-based Learning is
      common across all the buying segments
Ambient Insight 2012
2011-2016 North America Game-based Learning
        Market Revenue Forecast: All Roads Lead to Mobile

    Mobile edugames are already outselling non-
     mobile (PC/web/console) edugames:
             Revenues for mobile edugames reached $163.3 million
              in 2011. The growth rate (CAGR) is 16.9% and
              revenues will reach $359.3 million by 2016
             The growth rate for non-mobile edugames is a modest
              4.9% and revenues will reach $155.5 million by 2016.

                                    2011              2016            Five Year
            North America
                                  Revenues          Revenues            CAGR
          Edugame Platform        in $US Millions   in $US Millions   2011-2016
               Mobile Edugames1          $163.31           $359.31      16.9%
         Non-mobile Edugames1            $122.41           $155.51      4.9%
                         Total1          $286.71           $514.81      12.4%

Ambient Insight 2012
Buying Behavior is Different in Each Buyer Segment


     Consumers gravitate to edugames for young children and
      language learning games.
     Game-based Learning is ubiquitous in the early grades
      but starts to taper out in the higher grades.
             STEM edugames are the exception
             Using “shooter” gameplay is not a good idea
     There are very few commercial edugames that target
      higher education
     The use of edugames in the corporate segment has
      always been problematic
     Federal agencies, particularly the military, are avid users
      of edugames
     Healthcare edugames are usually designed for patient
      education, disease prevention, and behavior modification


Ambient Insight 2012
Worldwide Game-based
           Learning Market Trends




Ambient Insight 2012
Trends in the Worldwide Game-based
                          Learning Market

    “Gamification” in the lexicon – debate, hype, and
     reality
    Big Guns and console makers getting on board
    Mobile-Local-Social (MoLoSo) are the major features
     in demand
    Location-based edugames emerge
    Augmented reality edugames sputtering
    Brain fitness games still hot
    There has been a recent spike in private investment
     in Game-based Learning companies.

Ambient Insight 2012
The Gamification of Science

          In late 2011 – University of Washington’s Foldit
         game. In 10 days 46,000 gamers solve molecular
            problem that eluded scientists for 15 years




                            http://fold.it/portal/
Ambient Insight 2012
DragonBox Comes to America

   Math edugame more popular than Angry Birds in Norway
   Top selling game in Norway (of all games, not just educational)
   Over 10% of all iPad users downloaded the game in two weeks
   July 2012 – launched in 100 US schools




Ambient Insight 2012
The Gamification of Legacy Education Products
            using General Purpose Gaming Tools

    Game elements “bolted on” to legacy content, rapid
     authoring tools, and corporate training portals
     (Badgeville)
          In April 2012, Course Hero launched a series of
           online courses with game mechanics from the
           Bunchball platform.
               On average, users spend three times more time on the
                gamified courses than on the Course Hero courses
               In August 2012, Course Hero opened their “Gamified
                Course-Creation Tools” to the public

          July 2012, Oxford University Press adopts
           SecretBuilder’s game platform – 7 million users

Ambient Insight 2012
Trends: The Big Guns are on Board

      Nintendo Wii has dozens of edugames and was the first to
       market with next-generation edugames
      Microsoft’s Kinect now has Sesame Street and National
       Geographic games
      June 2012 - Institute of Play, Electronic Arts, and
       Entertainment Software Association launch Glass Lab, “a new
       lab focused exclusively on making games for students across
       the US….available at little to no cost”




Ambient Insight 2012
Trends: The Big Guns are on Board

    Valve launches free “Teach With Portals” Classroom
     Initiative in June 2012 – releases a rapid authoring
     tool called Puzzle Maker




Ambient Insight 2012
Trends: The Big Guns are on Board




      November 2011, Sweden-based Mojang, creators of
         Minecraft (36 million users) partner with US and
      Finnish developers to launch MinecraftEdu. As of May
       2012, 300 schools (half in the US), have purchased
                          game licenses.
Ambient Insight 2012
Trends: The Big Guns are on Board


    February 2012, Pearson launches gamified learning
     platform Alleyoop:
          “Structured as a game with missions, Alleyoop is built
           around achievements and earning a virtual currency -
           Yoops. It's a learning environment that is
           empowering, relevant, and a game.”
          “Pearson-Backed Startup Aims to Be the Zynga for
           Learning” (Mashable)
    August 2012, Pearson announces content partnerships
     for Alleyoop: NASA eClips, National Geographic, National
     Science Foundation, Scientific Minds, Patrick JMT, Virtual
     Nerd, Adaptive Curriculum, and Brightstorm.


Ambient Insight 2012
Private Investment
                         Patterns




Ambient Insight 2012
Leading Indicators: 2007 Through the First Half of 2012 Private
   Investments in Game-based Learning Companies (in $US Millions)


   $US Millions

        70

        60

        50

        40

        30

        20

        10

         0
                  2007   2008   2009   2010    2011    H1-2012


Ambient Insight 2012
Follow the Money: Investment Patterns in the
                       Game-based Learning Market

    Lumos Labs is a developer of brain trainer and brain fitness
     games for older adults and garnered $32.5 million in venture
     capital in June 2011 - the single highest investment ever
     made to an edugame supplier
    Lumos Lab’s Lumosity Brain Trainer is the top grossing app in
     Canada and the second-highest grossing app in the US




Ambient Insight 2012
Follow the Money: Investment Patterns in the
                    Game-based Learning Market

    SCVNGR makes location-based learning games, mostly for
     higher education and museums, and garnered $27 million in
     funding (so far) in 2012
    HealthTap, is gamifying “communication in doctor-patient
     relationships” and got $11.5 million in December 2011
    DreamBox Learning targets the PreK-12 market and obtained
     $11 million in December 2011
    In August 2012, ClassDojo gets $1.6 million for their “gamified
     classroom management” platform - 3.5 million teachers and
     students globally are using the platform
    RallyOn obtained $1.5 million in June 2011 - “brings gaming to
     work…helps corporations engage employees in any behavior
     change.”


Ambient Insight 2012
MindSnacks – Mobile Language Learning Games


    Launched in 2010 – have sold over 4 million edugames
    MindSnacks obtained $6 million in August 2012 and makes
     game-based language learning apps for “people of all ages”




Ambient Insight 2012
Edugame Business Models




Ambient Insight 2012
Alternate Business Models in the Worldwide
                    Game-based Learning Market

 So-called "freemium" is now becoming the prevalent
 business model for mobile applications with alternative
 methods used to generate revenue. Alternate revenue
 generating methods include:
       Sponsorships and advertising
       In-app purchases
       Subscription services
       Micropayments for virtual items
       Partnering with Personal Learning Device makers
       Partnering with the telecoms
       Upgrades to premium content (Be careful about “over-
        hobbling” free versions)

Ambient Insight 2012
Alternate Business Models in the Worldwide Game-
                     based Learning Market


  Sponsorships are viable business models for
   education games.
  The math educational virtual site, Whyville has
   over 7.5 million kids on the site, mostly females
   from the US.
       They converted from a subscription model to a
        sponsorship model in 2008, and now claim they generate
        more revenues from the new model.
       Their sponsors include both commercial and non-profit
        organizations that display their logos, so it is very similar
        to advertising.



Ambient Insight 2012
New Distribution Channel - 2008-2011 Explosion of
     Mobile Learning Value Added Services (VAS) Products

                         Mobile Learning VAS Products
   100
    90
    80
    70
    60
    50
    40
    30
    20
    10
     0
                  2008              2009               2010               2011

           On average, 5-6 new Mobile Learning VAS products are launched every
          month. Most of them are sprouting up in developing economies. This has
              major implications for the Mobile Learning industry. Suppliers in
          developing countries are now driving the innovation in Mobile Learning.
Ambient Insight 2012
Alternate Business Models in the Worldwide Game-
                     based Learning Market


  Partner with the Personal Learning Device Makers
       Personal learning devices are preloaded with educational
        content and are now a viable distribution channel for
        developers
       The devices are quite popular with consumers and
        academic buyers in Asia and are now gaining traction
        across the planet.
       New international and domestic device makers continue
        to enter the market with new products designed for
        young children and PreK-12 academic buyers.
       Over 50 of these devices have been launched since 2010
        – 12 in India alone


Ambient Insight 2012
All Roads Lead to Mobile




Ambient Insight 2012
Six Types of Mobile Edugames in Ambient
                     Insight’s Research Taxonomy
      Ambient Insight’s 2012 Learning Technology Research Taxonomy


      Ambient Insight forecasts revenues for six
       types of Mobile Edugames:
           Knowledge-based games
                 Will generate the highest revenues by 2016
           Skills-based games
           Brain trainers and cognitive fitness games
                 The top selling mobile edugame type in 2011
           Language learning games
           Location-based learning games emerged in
            2009
           Mobile augmented reality games emerged in
            2010

Ambient Insight 2012
“The 2011 Content Trench” – Percent of Total Paid Mobile
                Learning Apps by Target Demographic
                              What’s on the Store Shelves?
                        Consumer-facing Paid Mobile Learning Content
                   Across All Major Application Stores, Platforms, and Devices
   40%

   35%
                                                                                 32%
   30%
             26%
   25%

   20%

   15%                                                        13%
                                                                        12%
   10%                                               9%

    5%                 4%                  3%
                               1%
    0%




Ambient Insight 2012
“The 2011 Content Trench” – Percent of Total Paid Mobile
                Learning Apps by Target Demographic
                              What’s on the Store Shelves?
                        Consumer-facing Paid Mobile Learning Content
                   Across All Major Application Stores, Platforms, and Devices
   40%

   35%
                        The vast majority                                        32%
   30%                  of PreK-2 Mobile
             26%
                       Learning content is
   25%
                          game-based
   20%

   15%                                                        13%
                                                                        12%
   10%                                               9%

    5%                 4%                  3%
                               1%
    0%




Ambient Insight 2012
When did Math Get Popular?
                         (Ask a Four-year Old)
  •   October 2011 – Stickery’s preschool math
      game #1 in iPhone Education. Top in-app
      purchases.
  •   August 2012 - Broccol-e-games’ Maths
      with Springbird for 4-6 year olds, reaches
      10,000 downloads in less than 1 week
      after launch - Currently #1 educational
      iPad app in Australia and New Zealand




                                                          Broccol-e-games’
                                                         Maths with Springbird




                             Stickery’s Mermaid Waters
Ambient Insight 2012                 math game
Q&A
                 Ambient Insight’s Free Resource Library at:
    http://www.ambientinsight.com/News/PublishedContent.aspx




                          Sam@ambientinsight.com
Ambient Insight 2012

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"The 2011-2016 Worldwide Game-based Learning Market: All Roads Lead to Mobile" By Sam S. Adkins - Serious Play Conference 2012

  • 1. The 2011-2016 Worldwide Game-based Learning Market: All Roads Lead to Mobile Key Findings from Recent Ambient Insight Research Serious Play 2012 August 22, 2012 Sam S. Adkins, Chief Research Officer Ambient Insight Ambient Insight 2012
  • 2. Agenda  Introductions - Research Taxonomy  Worldwide Game-based Learning Revenues  Global Trends  Private Investment Patterns  Edugame Business Models  All Roads Lead to Mobile Ambient Insight 2012
  • 3. Introductions Ambient Insight is an integrity-based market research firm that uses predictive analytics to identify revenue opportunities for suppliers.  Ambient Insight founded in 2004 by Microsoft Training and Certification veterans that built the Microsoft Online Institute (MOLI)  International “boutique” analysis firm specializing in quantitative analysis, learning technology forecasts, M&A analysis, and competitive intelligence  Ambient Insight tracks learning technology buying behavior across the planet. We have buying behavior profiles for 82 countries  Ambient Insight…  Does not evaluate, compare, or rank the effectiveness of learning technology products  Does not endorse or promote companies or products Ambient Insight 2012
  • 4. Ambient Insight’s Learning Technology Research Taxonomy Seven International Regions North South Western Eastern The Middle Asia Africa America America Europe Europe East Have Eight Buyer Segments Higher Corporations Federal State - Local Associations Consumer PreK-12 Healthcare Education - Businesses Government Government & Non-Profits That Buy Eight Types of Digital Learning Products Self-paced Digital Video, Collaboration- Simulation- Social Game-based Cognitive Mobile eLearning Text, & Audio based based Learning Learning Learning Learning Courseware Reference Learning Learning From Six Types of Suppliers Packaged Custom Software as a Value Added Installed Tools Learning Content Content Service (SaaS) Services & Technology Devices These six supplier types map directly to the six subcategories of learning technology products Ambient Insight 2012
  • 5. Worldwide Game-based Learning Revenue Forecasts Ambient Insight 2012
  • 6. Key Research Findings: 2011-2016 Worldwide Game-based Learning Market The Worldwide Game-based Learning market reached $1.2 billion in 2011. The global growth rate is 15.4% and revenues will more than double to $2.5 billion by 2015 2011 2016 Five Year Region Revenues in Revenues in CAGR $US Millions $US Millions 2011-2016 North America1 $286.731 $514.831 12.4% Latin America1 $21.511 $77.221 29.1% Western Europe1 $83.151 $136.431 10.4% Eastern Europe1 $11.471 $36.041 25.7% Asia1 $813.181 $1,723.201 16.2% The Middle East1 $2.871 $6.181 16.6% Africa1 $10.041 $25.741 20.7% Total1 $1,228.951 $2,519.641 15.4% Ambient Insight 2012
  • 7. 2011-2016 Worldwide Game-based Learning Five-year Growth Rates by Region 2011-2016 Growth Rates by Region 32% 28% 24% 20% 16% 12% 8% 4% 0% North Latin Western Eastern Asia Middle East Africa America America Europe Europe Ambient Insight 2012
  • 8. Buying Behavior is Different in Each Country  Latin America has the highest growth rate in the world at 29.1%, followed by Eastern Europe and Africa at 25.7% and 20.7%, respectively  Edugame revenues are heavily concentrated in China, South Korea, the US, and Japan  In 2011, China was the top edugame buying country in the world, followed by Korea, the US, and Japan.  By 2016, the top buying country will still be China (by far), although the US will displace South Korea for second place.  Until very recently, China uses to import most of their edugames from South Korea. Now China is a major production hub.  The use of “shooter” gameplay is unpopular in Japan in general and in all PreK-3 segments Ambient Insight 2012
  • 9. Buying Behavior is Different in Each Country  The telecoms are major distributors in Asia, Latin America, and Africa  The telecoms sell web-based learning platforms to schools and Mobile Learning VAS subscriptions to consumers  China has over 200 million online gamers – growing by 28% a year  Telecoms have content deals with edugame suppliers to "bundle" the content in their products  Revenues in Western Europe are concentrated in the Nordic and Benelux countries  Finland, the Netherlands, and Singapore are major hubs of Game-based Learning innovation  The Netherlands is unique. Game-based Learning is common across all the buying segments Ambient Insight 2012
  • 10. 2011-2016 North America Game-based Learning Market Revenue Forecast: All Roads Lead to Mobile  Mobile edugames are already outselling non- mobile (PC/web/console) edugames:  Revenues for mobile edugames reached $163.3 million in 2011. The growth rate (CAGR) is 16.9% and revenues will reach $359.3 million by 2016  The growth rate for non-mobile edugames is a modest 4.9% and revenues will reach $155.5 million by 2016. 2011 2016 Five Year North America Revenues Revenues CAGR Edugame Platform in $US Millions in $US Millions 2011-2016 Mobile Edugames1 $163.31 $359.31 16.9% Non-mobile Edugames1 $122.41 $155.51 4.9% Total1 $286.71 $514.81 12.4% Ambient Insight 2012
  • 11. Buying Behavior is Different in Each Buyer Segment  Consumers gravitate to edugames for young children and language learning games.  Game-based Learning is ubiquitous in the early grades but starts to taper out in the higher grades.  STEM edugames are the exception  Using “shooter” gameplay is not a good idea  There are very few commercial edugames that target higher education  The use of edugames in the corporate segment has always been problematic  Federal agencies, particularly the military, are avid users of edugames  Healthcare edugames are usually designed for patient education, disease prevention, and behavior modification Ambient Insight 2012
  • 12. Worldwide Game-based Learning Market Trends Ambient Insight 2012
  • 13. Trends in the Worldwide Game-based Learning Market  “Gamification” in the lexicon – debate, hype, and reality  Big Guns and console makers getting on board  Mobile-Local-Social (MoLoSo) are the major features in demand  Location-based edugames emerge  Augmented reality edugames sputtering  Brain fitness games still hot  There has been a recent spike in private investment in Game-based Learning companies. Ambient Insight 2012
  • 14. The Gamification of Science In late 2011 – University of Washington’s Foldit game. In 10 days 46,000 gamers solve molecular problem that eluded scientists for 15 years http://fold.it/portal/ Ambient Insight 2012
  • 15. DragonBox Comes to America  Math edugame more popular than Angry Birds in Norway  Top selling game in Norway (of all games, not just educational)  Over 10% of all iPad users downloaded the game in two weeks  July 2012 – launched in 100 US schools Ambient Insight 2012
  • 16. The Gamification of Legacy Education Products using General Purpose Gaming Tools  Game elements “bolted on” to legacy content, rapid authoring tools, and corporate training portals (Badgeville)  In April 2012, Course Hero launched a series of online courses with game mechanics from the Bunchball platform.  On average, users spend three times more time on the gamified courses than on the Course Hero courses  In August 2012, Course Hero opened their “Gamified Course-Creation Tools” to the public  July 2012, Oxford University Press adopts SecretBuilder’s game platform – 7 million users Ambient Insight 2012
  • 17. Trends: The Big Guns are on Board  Nintendo Wii has dozens of edugames and was the first to market with next-generation edugames  Microsoft’s Kinect now has Sesame Street and National Geographic games  June 2012 - Institute of Play, Electronic Arts, and Entertainment Software Association launch Glass Lab, “a new lab focused exclusively on making games for students across the US….available at little to no cost” Ambient Insight 2012
  • 18. Trends: The Big Guns are on Board  Valve launches free “Teach With Portals” Classroom Initiative in June 2012 – releases a rapid authoring tool called Puzzle Maker Ambient Insight 2012
  • 19. Trends: The Big Guns are on Board November 2011, Sweden-based Mojang, creators of Minecraft (36 million users) partner with US and Finnish developers to launch MinecraftEdu. As of May 2012, 300 schools (half in the US), have purchased game licenses. Ambient Insight 2012
  • 20. Trends: The Big Guns are on Board  February 2012, Pearson launches gamified learning platform Alleyoop:  “Structured as a game with missions, Alleyoop is built around achievements and earning a virtual currency - Yoops. It's a learning environment that is empowering, relevant, and a game.”  “Pearson-Backed Startup Aims to Be the Zynga for Learning” (Mashable)  August 2012, Pearson announces content partnerships for Alleyoop: NASA eClips, National Geographic, National Science Foundation, Scientific Minds, Patrick JMT, Virtual Nerd, Adaptive Curriculum, and Brightstorm. Ambient Insight 2012
  • 21. Private Investment Patterns Ambient Insight 2012
  • 22. Leading Indicators: 2007 Through the First Half of 2012 Private Investments in Game-based Learning Companies (in $US Millions) $US Millions 70 60 50 40 30 20 10 0 2007 2008 2009 2010 2011 H1-2012 Ambient Insight 2012
  • 23. Follow the Money: Investment Patterns in the Game-based Learning Market  Lumos Labs is a developer of brain trainer and brain fitness games for older adults and garnered $32.5 million in venture capital in June 2011 - the single highest investment ever made to an edugame supplier  Lumos Lab’s Lumosity Brain Trainer is the top grossing app in Canada and the second-highest grossing app in the US Ambient Insight 2012
  • 24. Follow the Money: Investment Patterns in the Game-based Learning Market  SCVNGR makes location-based learning games, mostly for higher education and museums, and garnered $27 million in funding (so far) in 2012  HealthTap, is gamifying “communication in doctor-patient relationships” and got $11.5 million in December 2011  DreamBox Learning targets the PreK-12 market and obtained $11 million in December 2011  In August 2012, ClassDojo gets $1.6 million for their “gamified classroom management” platform - 3.5 million teachers and students globally are using the platform  RallyOn obtained $1.5 million in June 2011 - “brings gaming to work…helps corporations engage employees in any behavior change.” Ambient Insight 2012
  • 25. MindSnacks – Mobile Language Learning Games  Launched in 2010 – have sold over 4 million edugames  MindSnacks obtained $6 million in August 2012 and makes game-based language learning apps for “people of all ages” Ambient Insight 2012
  • 27. Alternate Business Models in the Worldwide Game-based Learning Market So-called "freemium" is now becoming the prevalent business model for mobile applications with alternative methods used to generate revenue. Alternate revenue generating methods include:  Sponsorships and advertising  In-app purchases  Subscription services  Micropayments for virtual items  Partnering with Personal Learning Device makers  Partnering with the telecoms  Upgrades to premium content (Be careful about “over- hobbling” free versions) Ambient Insight 2012
  • 28. Alternate Business Models in the Worldwide Game- based Learning Market  Sponsorships are viable business models for education games.  The math educational virtual site, Whyville has over 7.5 million kids on the site, mostly females from the US.  They converted from a subscription model to a sponsorship model in 2008, and now claim they generate more revenues from the new model.  Their sponsors include both commercial and non-profit organizations that display their logos, so it is very similar to advertising. Ambient Insight 2012
  • 29. New Distribution Channel - 2008-2011 Explosion of Mobile Learning Value Added Services (VAS) Products Mobile Learning VAS Products 100 90 80 70 60 50 40 30 20 10 0 2008 2009 2010 2011 On average, 5-6 new Mobile Learning VAS products are launched every month. Most of them are sprouting up in developing economies. This has major implications for the Mobile Learning industry. Suppliers in developing countries are now driving the innovation in Mobile Learning. Ambient Insight 2012
  • 30. Alternate Business Models in the Worldwide Game- based Learning Market  Partner with the Personal Learning Device Makers  Personal learning devices are preloaded with educational content and are now a viable distribution channel for developers  The devices are quite popular with consumers and academic buyers in Asia and are now gaining traction across the planet.  New international and domestic device makers continue to enter the market with new products designed for young children and PreK-12 academic buyers.  Over 50 of these devices have been launched since 2010 – 12 in India alone Ambient Insight 2012
  • 31. All Roads Lead to Mobile Ambient Insight 2012
  • 32. Six Types of Mobile Edugames in Ambient Insight’s Research Taxonomy Ambient Insight’s 2012 Learning Technology Research Taxonomy  Ambient Insight forecasts revenues for six types of Mobile Edugames:  Knowledge-based games  Will generate the highest revenues by 2016  Skills-based games  Brain trainers and cognitive fitness games  The top selling mobile edugame type in 2011  Language learning games  Location-based learning games emerged in 2009  Mobile augmented reality games emerged in 2010 Ambient Insight 2012
  • 33. “The 2011 Content Trench” – Percent of Total Paid Mobile Learning Apps by Target Demographic What’s on the Store Shelves? Consumer-facing Paid Mobile Learning Content Across All Major Application Stores, Platforms, and Devices 40% 35% 32% 30% 26% 25% 20% 15% 13% 12% 10% 9% 5% 4% 3% 1% 0% Ambient Insight 2012
  • 34. “The 2011 Content Trench” – Percent of Total Paid Mobile Learning Apps by Target Demographic What’s on the Store Shelves? Consumer-facing Paid Mobile Learning Content Across All Major Application Stores, Platforms, and Devices 40% 35% The vast majority 32% 30% of PreK-2 Mobile 26% Learning content is 25% game-based 20% 15% 13% 12% 10% 9% 5% 4% 3% 1% 0% Ambient Insight 2012
  • 35. When did Math Get Popular? (Ask a Four-year Old) • October 2011 – Stickery’s preschool math game #1 in iPhone Education. Top in-app purchases. • August 2012 - Broccol-e-games’ Maths with Springbird for 4-6 year olds, reaches 10,000 downloads in less than 1 week after launch - Currently #1 educational iPad app in Australia and New Zealand Broccol-e-games’ Maths with Springbird Stickery’s Mermaid Waters Ambient Insight 2012 math game
  • 36. Q&A Ambient Insight’s Free Resource Library at: http://www.ambientinsight.com/News/PublishedContent.aspx Sam@ambientinsight.com Ambient Insight 2012